When is cognitive dissonance MOST likely to occur?
A) during the pre-purchase stage
B) decreases if the product does not have the desired features
C) when there is a balance between attitudes, beliefs, and knowledge
D) as the cost and complexity of the purchase increases

Question

Quizplus · Accepted Answer

Cognitive dissonance is most likely to occur when there is a high involvement purchase, which is indicated by increased cost and complexity of the purchase. This is because the more important the decision, the more likely people are to experience conflicting thoughts or beliefs, leading to cognitive dissonance.

When Is Cognitive Dissonance MOST Likely to Occur